Probably Holland's biggest and most important art collection is kept here. While wandering through the majestic building you might forget that the Rijksmuseum is above all an living organism consisting of many departments dealing with restoration, communication, guarding, teaching and much more.

With the brief – create more affinity between the museum and the target group to encourage donating – we gave the viewer a peek behind the scenes. The ad is build up out of several photos taken in the gallery of honors, and a constructed photo from the archives of the museum's architectural office.